TITLE

New luxury brand positioning and the emergence of Masstige brands

AUTHOR(S)
Truong, Yann; McColl, Rod; Kitchen, Philip J.
PUB. DATE
March 2009
SOURCE
Journal of Brand Management;Mar2009, Vol. 16 Issue 5/6, p375
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
New luxury brand positioning strategies often combine a high perceived prestige with reasonable price premiums in order to attract middle-class consumers. These strategies are radically different from those implemented by traditional luxury brand owners, who maintain a strict consistency between perceived prestige and price premiums so as to preserve their brand's exclusivity. Although some authors have suggested the existence of masstige strategies, few empirical studies have been conducted to support this claim. The results confirmed that the two brands under study have adopted a masstige positioning strategy. The authors also discuss the implications of masstige strategies for researchers and practitioners.Journal of Brand Management (2009) 16, 375�382. doi:10.1057/bm.2009.1
ACCESSION #
39763297

 

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